Ardagh’s slim can finds favor with collagen drink
01 Sep 2020 --- Ardagh Group has secured a new customer for its slim 250 ml can in collagen protein drink producer Black Labels Company (BLC). Targeting health-conscious consumers, the Maluma range is presented in a light, bright and contemporary matte aesthetic aluminum can, which reflects the brand’s “clean-living” image. BLC’s packaging choice brings enhanced convenience and recyclability to the concept of wellness drinks and follows the trend of new beverage categories opting for cans.
The range’s specific blend of nutrients, including B-vitamins and a high level of protein, supports the body’s natural production of collagen, according to BLC. Collagen is essential for skin health and elasticity. The drinks are low in calories and free of artificial flavors and preservatives, supporting the strapline invitation to “Feel Good.”
The range comes in three flavors based on fresh, natural ingredients, with each distinguished by an attractive pure color on the can body. Goji with strawberry and basil flavor comes in sky blue; açaí with guava and ginger is a deep pink; while passion fruit with lemongrass is golden yellow. The whole look is given a “stunning modern lift” with Ardagh’s eye-catching “Matte Impact” finish.
The Maluma range is packaged in a contemporary matte aesthetic can, reflecting the brand’s “clean-living” image (Image credit: Ardagh).“There’s a growing demographic of consumers who will be excited by a feel-good, healthy drink like Maluma. They are also keen to make ‘clean’ lifestyle choices, meaning the can is an ideal choice for BLC’s new brand due to it being part of a circular economy,” notes Dirk Schwung, Sales Director at Ardagh Group’s European Metal Beverage business unit.
Maluma hits the market as demand for health-focused beverages reaches new heights. Traditional tablets and capsules continue to be the preferred supplement dosage forms for EMEA consumers, but functional food and drinks are now in second and third place, according to Innova Market Insights.
“Maluma is our innovation in response to a demand for feel-good, natural drinks that not only have nutrients to support the skin, metabolism and immune system but are also convenient to buy and drink on-the-go and look great,” adds Rolf Fritsch, BLC CEO.
The collagen protein drinks will be available in all Aldi Süd branches under the supermarket’s “What’s Next” promotion for start-ups and companies with innovative ideas.
Kick-starting Collagen
Collagen NPD is on the rise, propelled by reported health and beauty benefits, including improved skin health and muscle mass, joint pain relief and bone loss prevention. In the proliferating Asian health and beauty market, South Korea’s Cosmax NBT recently launched Agatri, an ingestible beauty product touted for its anti-aging, collagen-boosting and skin-improving properties.
Meanwhile, Bioiberica’s native type II collagen b-2Cool is featured in Laboratorios Ordesa’s recent launch, dubbed Colnatur Forte. The product is a food supplement especially recommended for the intensive care of joints and bones. Colnatur Forte has a formula based on b-2Cool, willow extract, devil’s claw extract, hyaluronic acid and vitamin C.
Moreover, fermented collagen is the key to increased bioavailability, according to US-based supplement brand Ancient Nutrition, which is releasing four new encapsulated versions of its Multi Collagen Protein Powder. The Multi Collagen Capsule varieties are Original, Beauty + Sleep, Gut Restore and Joint + Mobility.
EU aluminum can recycling rates hit 74.5 percent in 2017.
In the US, Collagen and lactose-free A2/A2 dairy are new features of Re:THINK Ice Cream’s products, as the company rethinks both its formulation and branding in light of its second anniversary.
Cans find new frontiers
As regulatory and consumer demand for more eco-friendly packaging options rise, beverage brands are increasingly turning to aluminum cans. Cans boast on-the-go convenience and long-standing, widespread recyclability credentials in line with circular economy principles.
UK beverage company The Naked Collective launched a range of premium health drinks in 33 cl sleek Ardagh cans from the Group. Brewed from plants, vitamins and water, the So-Beer non-alcoholic lagers and the Mude isotonic drinks are developed to appeal to the increasing number of consumers looking for alcohol-free and low-sugar options.
In the wine category, Ardagh’s 250 ml Slim Wine Can has found favor with producer and exporter Producto de Aldea, NICE vegan French wines, and Boutinot’s trio of The Long Little Dog wines.
Recycling rates for aluminum beverage cans in the EU, Switzerland, Norway and Iceland rose to a record high 74.5 percent in 2017, a 2.3 percent increase from 2016. Almost 31 billion cans were recycled in EU and EFTA countries in 2017, representing more than 420,000 tons of aluminum. In Germany and Norway, recycling rates have hit 99 and 98 percent, respectively.
By Joshua Poole
